ACM is expanding its Explore travel brand, alongside the release of a study into regional travellers’ habits.
The new Explore website is now seamlessly integrated into 85 regional news websites, enhancing SEO, engagement, and editorial offerings.
Explore offers faster loading times with a mobile-first approach. Its growing social media presence features video content and stories across Instagram, YouTube and TikTok.
Explore travel content is now prominently featured on the main navigation of all ACM news websites.
The Saturday Explore magazine has also expanded its print footprint to 28 markets, delivering travel deals, inspiration, and expert advice to an even larger regional audience. Advertisers now have access to an unmatched cross-platform regional reach.
The Explore travel liftout launched in 2020 across 14 newspapers and is now part of ACM’s Weekend Collection of 28 mastheads.
Advertisers can also leverage the scale of ACM’s digital network, which reaches more than 3.5 million Australians each month, including a highly engaged and active travel audience.
The Explore expansion follows ACM’s exclusive consumer study into regional travellers, revealing a highly engaged and active travel audience. Explore readers are constantly travelling here and abroad: almost 74% have holidayed in the last 12 months, with 36% of these travellers already booking and paying for their next trip.
ACM head of content Kate Cox said the expanded Explore travel offering reflects ACM’s ongoing investment in content and advertising solutions and its readers.
“We know Australians love to travel, and our engaged regional audience relies heavily on Explore for inspiration and planning, with 71% of our readers exclusively engaging with Explore, rather than major metro travel sections. We are focused on delivering a premium experience tailored to regional Australians,” she said.
“Explore is designed to connect and engage those regional Australians who are constantly travelling, particularly the majority of our readers who love to indulge in travel planning; 82% find Explore’s content inspiring. The enhanced digital and print offering is part of our vision to publish regional Australia’s best travel content, delivering a better experience for our audience.”
ACM national head of travel, commercial, Sarah Dasey said the publisher is passionate about providing premium experiences for its readers, and market-leading advertising environments for its advertisers.
“Explore provides a dedicated environment for brands to bring their business to life and connect with engaged travellers actively seeking inspiration, deals, and expert advice. Our readers are not just dreaming about travel – 84% have taken action after engaging with Explore content,” she said.
“Whether planning a local escape, an overseas adventure, or a cruise, Explore’s print and digital product offering is an opportunity for brands to meet travellers as they’re planning their next great adventure.”
The 28 mastheads publishing the Explore travel lift-out are Newcastle Herald, Bendigo Advertiser, The Daily Advertiser, Daily Liberal, The Border Mail, Northern Daily Leader, The Canberra Times, Illawarra Mercury, The Courier, The Standard, Western Advocate, Central Western Daily, The Examiner, The Advocate, Great Lakes Advocate, Manning River Times, Mudgee Guardian, Armidale Express, Macleay Argus, Port Macquarie News, Southern Highland News, Goulburn Post, South Coast Register, Bay Post, Bega District News, Lithgow Mercury, The Irrigator and The Area News.
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